Travelers near the Badlands of South Dakota were surprised and intrigued in 1936 to see a sign which read, "Get a Soda ... Get Root Beer ... Turn next corner ... just as near ... to Highways 16 and 17 ... Free Ice Water ... Wall Drug."

It all began out of frustration when the drugstore was on the brink of closing in Wall, South Dakota. One Sunday afternoon when Dorothy Hustead couldn't sleep, she got up and told husband Ted, "I think I finally see how we can get all those travelers to come to our store."

"And how's that?" Ted asked.

"Well, now what is it those travelers really want after driving across that hot prairie? They're thirsty. They want water. Ice cold water! Now we've got plenty of ice and water. Why don't we put up signs on the highway telling people to come here for free ic…